Pay per click advertising is, time and time again, seen as one of the best and most effective ways to generate leads, traffic, and sales. As pay per click (or PPC) plays an integral role in internet marketing, just as with everything else on the internet, in order to have the most effective pay per click advertising campaign, you need to continually tweak and change up your marketing methods. Whether you’re stuck in a rut or looking for a new way to change your PPC game up, here are some of the top PPC trends of this year:
Never has social media played such an important role when it comes to internet marketing than now. Tools like Facebook and Twitter specifically can really help you tweak and change your pay per click ad campaign for the better. And the best part about it is that using these sites is absolutely free.
The number one reason why social media sites like Twitter and Facebook are a fantastic tool for planning your PPC campaign is because they allow you to listen in on other peoples’ conversations by using social media search tools. You can use these tools to view Tweets and Facebook posts that contain certain keywords that are related to your industry, and then you can determine what people’s questions about the product you’re selling is, or what sort of comments and concerns they have about similar products in your niche market. If you know the questions that people are asking, then you can provide the answer in your PPC advertisement.
Social media is also great for helping you identify any sort of trending topics. While this isn’t the easiest thing to do, unless you’re selling a product or service that is endorsed by a celebrity, it’s worth the trouble. You can use sites like TagDef to help you track any of these trending topics and allow you to search for hashtags on Twitter that are related to your niche.
TIP: Trending topics come and go quickly, so once you find something, use it in your PPC campaign as soon as possible!
You have probably noticed a lot of PPC ads and sponsored posts that run on Twitter and Facebook, some that may be so familiar that they’ve become a nuisance. But the reason why they’re still there is because they’re successful. Start keeping track of the PPC ads and sponsored posts that you see on your social media sites. Make note of the exact text and images (if any) used. When you have enough data collected, start studying this information. See what patterns pop up and then try to duplicate this pattern. See how successful it is for you.
Lastly, we all know that PPC campaigns are not cheap, especially if you plan on running them on top social media sites like Facebook and Twitter. But here’s the thing: you can use Facebook and Twitter as a FREE testing ground. Yes, FREE. All you have to do is post your potential campaign as either a Twitter tweet or a Facebook status update. See what sort of reactions, responses, and click-throughs you get with each campaign. This will help you determine which PPC campaigns will probably be most successful.
Using Negative Keywords
One thing that a lot of PPC advertisers don’t do is use negative keywords. This little trick is what can make a whole lot of difference between just getting click-throughs from random people, and making sales with people from your target market.
Negative keywords are words that will tellGoogle and other search engines what terms you do not want to have display your ad when someone performing a search. For example, let’s say you have a car repair shop that services Los Angeles, but not any of the surrounding cities. Your keyword would be “Los Angeles” but you can then have a negative keyword list to include cities like “Anaheim” and “Ventura.” If you want to try and exclude having traffic come through from people who are just looking for general information about something that may be related to your company or product, you can include words like “sample,” “definition” and “example.”
One thing to bear in mind when you begin looking into negative keywords is that using too many negative keywords means that you will be severely limiting your market. If you use too many negative keywords, your search terms may be so strict that no one will end up finding your PPC advertisement. On the other hand, if you use too few negative keywords, then almost anyone will be coming through, meaning that you’ll be paying for the clicks but you won’t be getting a good return on investment.
TIP: To help you build keyword lists, try using the Google Keyword tool. It’s free to use and it will help you brainstorm.
Optimizing PPC For Smartphones
More and more people are hitting up the web through mobile devices, like their smartphones and laptop computers. It’s smart for anyone who is thinking forward to utilize at least a segment of their PPC ad campaign to target these people, as almost everyone in the first world has internet access on a mobile device.
What you have to consider, however, is the different user on the end of a mobile device than, say, a home computer. Most people who access the internet through asmartphone are pressed for time. They want information quick, or they want to perform an action as quickly as possible. They also often have a strong intent to make a purchase, which is in your benefit.
Because mobile users are looking for information quickly, you want your PPC campaigns and landing pages to give these users the information that they seek immediately. Bulleted lists that highlight product features and a large link that they can click on to complete a purchase will all work in your favor. Remember, these users are not in the “information” gathering phase of making a purchase; they want to make the purchase, and they want to make it now.